Case Study: Poolman achieves 30% organic traffic growth and increased conversions with Brafton Inc.'s content and integration strategy

Poolman Sees Organic Traffic And Conversions Jump With Content & Integration Best Practices

Poolman, a Phoenix-based residential pool services company that now services 7,000 pools annually across the Southwest, partnered with Brafton Inc. to boost organic search traffic, raise brand visibility, and reduce reliance on pay-per-click. Poolman’s Director of Creative Communications sought help building a stronger web and social presence, and Brafton Inc. provided a content strategy and site-integration services including regular news content production, homepage headlines, archive/breadcrumb structures, and improved CTAs.

Brafton Inc. implemented ongoing educational/news content plus integration best practices (visible headlines, better content organization and navigation, and social amplification), which increased engagement and conversions: organic traffic was up nearly 30% year-over-year (Q3 2013), about 40% of visits were new, 45% of visitors viewed Brafton content, and 21% of on-site conversions came from content readers—who spent ~23% longer on site (sometimes twice as long). Conversion rates rose another 2% between Jan–Feb 2014, social referrals were up 135% in Q1 2014, and Facebook-driven visits jumped 800% in the most recent reporting period.

Poolman

Leah Vogely

Director of Creative Communications